Self Publishing vs. Traditional Publishing: The Pros and Cons

by Glen C. Strathy

Many would-be book writers today are turning
to self publishing out of frustration with the amount of time it can
take to find a publisher. But before you go this route, it's worth
considering some of the pros and cons of getting published in the
traditional way.

Getting Paid

When you sell your book to a publisher, you get paid a royalty for
each copy that is sold. Moreover, you get an advance on those royalties
when you sign a contract. Generally, the size of your advance is
related to how many copies the publisher thinks it can eventually sell,
which is in turn related to the publisher's distribution and how many
fans you have. If it is your first book, you are not famous, and you
sell to a small publisher, your royalty won't be huge. However, at
least it means some cash in your pocket, whereas with self publishing,
you pay all the costs upfront with no guarantee of making any money at all.

Incidentally,
most books do not sell well enough to give you much in the way of
royalties beyond your advance. The good news, however, is that the
publisher cannot ask you to return part of your advance if your book
does not sell as well as expected.

Editing & Design

Working with a traditional publisher means your book will benefit from
the services of a professional editor, book designer, and proofreader.
In the vast majority of cases, these professionals will help you improve the
book's content, and make sure the finished product looks better and is
free of errors that could undermine your credibility.

If you
self publish, you can hire an editor, designer, proofreaders, etc.
However, you will have to pay them upfront. Many writers who self
publish a book try to do all these jobs themselves, even if they have no
training. Consequently, a lot of self published books look amateurish
and are riddled with errors – features which fail to establish you as a
serious writer.

Promotion

No matter what publishing route you choose, you naturally want to
sell as many copies of your book as possible. Selling a lot of copies
requires a promotional campaign that lets potential readers know your
book exists.

You probably know that when you self publish, you
will need to conduct all your own promotion. Sadly, the same may be
true even if you sell your book to a traditional publisher. Publishers
these days feel obliged to devote the bulk of their marketing dollars to
the handful of writers whose books they expect will sell very well –
the ones whose last book sold very well, or who are already famous
because of something else they've done. Unless the expectations for
your book are exceptional, the publisher will not put a lot of money
into promotion, leaving most of it up to you.

That said, there are a number of doors that are closed to self publishers which a traditional publisher can open. Many of the most prestigius awards are only open to traditionally published books. Many of the most widely read reviewers will not touch self published books. Full membership in many writers' associations is only open to traditionally published authors. Writers grants, writer-in-residence programs, etc. often exhibit a similar bias.

Distribution

You may ask yourself, “If I have to do my own promotion anyway, why don't I just publish and market my books myself?”

One
answer is that a good publisher will provide a distribution system that
will put your book into bookstores nationwide or even internationally.
They can also do a better job of getting your book bought by libraries or school boards. The bigger the publisher, the better the distribution. Distribution is
necessary so that everyone who hears about your book can find it
easily, which increases your sales. It also means more people will
stumble upon it accidentally in a store and buy it.

Of course,
there are some writers who already have a large distribution system of
their own. For instance, if you currently make your living performing
before large audiences, or you have a business with thousands of
customers, or a blog read by thousands of people each day – so that you
can reasonably expect to sell thousands of copies of your book on your
own – then you might be satisfied with self publishing. Your profit per
book may actually be higher if you cut out the publisher as the middle
man.

On the other hand, getting published by a regular publisher
can expand your distribution beyond the market you could reach on your
own, so your profits might be higher using this route. It really
depends on just how big a distribution system you have, and how
mainstream your book is.

Ironically, if you have your own
distribution system, a publisher is more likely to be interested in
publishing your book and offer a bigger advance, since the publisher can
expect more copies of your book will sell.

Credibility

Other benefits to getting published by a traditional publisher relate to
legitimacy and credibility. The fact that a professional editor felt
your book stood out from the thousands of others stacked in her office
as being worthy of being published says something about your skills as a
writer. It tells the world that you can write a good book – and not
just in your own opinion.

Similarly, the fact that a
publisher is willing to take a financial risk publishing your book also
says something about the marketability of your ideas.

Self
publishing offers you considerably less prestige. Anyone can self
publish without having to be a good writer, or having expertise, or
unique experience, or anything else that would make a book worth
reading. What's more, most people know this.

That said, there are a some instances where self publishing can make sense.

1. If You Already Have Your Own, Large Distribution System.

As
I mentioned above, some people have their own distribution system. For
instance, professional speakers, consultants, or business owners may
find it worthwhile to self publish a non-fiction book and sell copies to
their customers. Sometimes, giving away a non-fiction book for free
can be an effective marketing tool for promoting the author's business.

Some
established authors will publish some of their books themselves as a way of increasing
their profits. They can do this successfully if they
already have a large fan base, a way of communicating with this fan base
(e.g. website, newsletter), and a way of selling to them directly
(ecommerce). By self publishing their next book or ebook, established
authors cut out the publisher as the middle-man. Self publishing can also be a way for an author to make some money from books of theirs that have gone out of print.

It may also be
that you have access to a niche audience interested in the type of book
you are writing – which a mainstream publisher may have trouble
targeting. For instance, if you belong to a nationwide organization of
chainsaw sculptors, you might be in a better position to sell more
copies of your book on chainsaw sculpting than most bookstores ever
would.

2. To Retain More Creative Control Over Your Book.

Since
they are paying the costs, publishers exercise a lot of control over a
book – including not just editing the content but choosing the title,
writing the jacket copy, commissioning artwork, deciding on the format,
etc. Usually they know what they are doing, but not always. There are
cases where the author knows best and publishers refuse to listen.

If
you are 100% convinced that you know how your book should be designed,
edited, and promoted, you may be tempted to publish it yourself. Of course,
you may be wrong, especially if you are not a publishing professional yourself. However, if you feel strongly that you are right,
self publishing will give you control over all aspects of your book.

If
you go this route, just remember that if you want your book to sell,
you also need a large distribution system and some skill at marketing.

3. Attracting the Attention of Traditional Publishers

Let's
say you tried to sell your book to a number of publishers who all
rejected it. You may think that if you self publish and sell a lot of
copies of your book on your own, traditional publishers will become more
interested in publishing another edition of your book. After all, you
will have convinced them there is a market for it. Certainly some self-published books get picked up by publishers - but usually only if they sell very well, which the vast majority don't.

Of course, the risk is that the publishers who rejected
your book had good reason to, in which case you will go to a
lot of work and expense only to prove them right in the end. But if it's true that you just have not
found the right publisher yet, publishing your book yourself could be an additional
way of getting found - just like you could win the lottery, but the odds are slim.

4. Self Publishing is Quick and Easy

If you thought writing a book was tough, getting your first book published by a
traditional publisher can seem even tougher. At least, it can be a
lengthy ordeal that demands a lot of patience and offers no guarantee of
success. You may get many rejection letters before you sell your first
book, which can feel like having a series of gorgeous, super-cool people tell you
bluntly that they have no desire to go on a date with you. Even if you're successful, agents and publishers are so swamped with submissions that it can take years of effort to find a publisher.

Of course, you may not really be interested in a career as an author. Maybe you
just have one book that will never be a commercial success, but means something
to you – a book you want merely to give to friends and relatives. If
that is the case, publishing it yourself may make perfect sense for you. It's
fast, it's easy, and these days it's not even expensive. Print on Demand services can be quite affordable.

If you're interested in self publishing via Print-on-Demand, you might check out some of the larger companies offering this service, such as Author House, Create Space, or Lulu. Also, for more information on the realities of self publishing, including how to avoid scams, check out Writer Beware.

However, here's something else you should consider

Real Self Publishing vs Vanity Publishing

The most legitimate and respected form of self publishing is to set up your own publishing company, with your own imprint. This gets you more credibility and increases your access to reviewers, distribution, awards, and all the other perks traditional publishing offers. If you are serious about having a long-term career as a self-published author, and you know your books will sell, and you enjoy the business side of publishing, this is the best route to go.

As with any business, you need a lot of expertise to run your own company. However, lots of people do it. And sometimes families do it (for instance, if one spouse is a writer and the other is more of an entrepreneur). You can also hire experts (editors, designers, marketers) and services (ebook creation, printing, print-on-demand) for specific jobs. In time, you might even publish other authors works as well as your own (which adds to your credibility as well as potential profits).

The other end of the scale is vanity publishing, which is essentially a scam whereby a printer prints thousands of copies of your book for a fee, but offers you no other support--no distribution, no marketing, no design, no editing, etc. Most of the time, the books just sit in your basement forever. Vanity publishing is what gave self-publishing a bad reputation.

In between these two extremes is a big grey area called supported self publishing that offers various levels of support and credibility for authors who want to publish their books themselves but confine their activities to writing and promoting.

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